Have you noticed fewer ads the last few days?

The day of ad reckoning is upon us. Last June Google warned us they would start blocking annoying ads natively within their Chrome browser. Well, that day has come and gone, and the web seems like a nicer place right?

I want to shed a little light on what’s going on and how it might impact your outdoor marketing efforts. Especially if you rely on pop-ups to drive conversions.

It won’t block all ads, just the ones we all hate.

Google is trying to curb a rising problem, too many people are installing adblockers on their web browsers. In 2017 they joined the Coalition for Better Ads, they created standards for how marketers should improve ads for consumers. The ads shown below have identified as experiences that are banned from the standards.

Chances are you’re probably using some of these types of ads right now.

The two that we are concerned with are Pop-Up Ads and Large Sticky Ads.

Large Sticky Ads

Large Sticky Ads stick to the bottom edge of a page, regardless of a user’s efforts to scroll. As the user browses the page, this static, immobile sticky ad takes up more than 30% of the screen’s real estate.

A Large Sticky Ad has an impeding effect by continuing to obstruct a portion of the page view regardless of where the user moves on the page.

We don’t use these as much and never over 30% of the screen, but it’s worth noting. I have seen plenty of outdoor websites that add signups and specials in these lower areas. Blogs are notoriously bad for using this kind of ad.

If you use some of these types of ads don’t panic.

Google is probably out scanning the web looking for ads as we speak. To know if your site has been flagged you’ll need to check your Ad Experience Report in Google Search console. But it’s not actually in your search console yet. You need to hit this link to see your report.

First of all, you have time to adjust should you be flagged. You have 30 days to address any issues on your site. If you don’t, Google Chrome will automatically block the ads on your site. Visitors will see a warning that you are a bad advertiser and ads are being blocked.

Our strategy moving forward

As I mentioned we’ve been using a few of these ads on some of our client websites, because frankly, they work. Especially when you have a compelling offer. First of all, we’re not panicking but we are watching.

On any site we run pop-ups we are waiting for Google to crawl the site and update the report. Once we are flagged we will respond accordingly. There is still some gray area out there about what’s technically a pop-up and what’s not. So we’ll wait for Google to tell us if we’re in violation. So far we haven’t been flagged anywhere.

If we’re flagged we will rely on user triggers to display our ads. We use Opt-in Monster and HubSpot Lead flows to serve our pop-ups. Both have triggers we can use to only show ads that meet the requirements stated in the Coalition for Better Ads. These triggers include things like:

• Exit Intent (someone trying to leave the site).
• Ads that show up after certain interactions.
• Not requiring users to wait a certain number of seconds before content is shown.
• Showing different ads to mobile or desktop users.

We also want to continue to create unique and innovative ways to be seen by our client’s customer base that fall within Google Chrome’s ad standards.

If you’d like to learn how Sage Lion Media can help you get started with an effective inbound marketing strategy, contact us today.

It’s a new year which means new marketing trends to help grow your business. While some trends in 2017 are still relevant like blogging and social media, we did some research to see what new marketing tactics will help your company thrive in 2018.

Trade shows can have a huge impact on any size business. Over 80% of attendees have some sort of buying power so if planned correctly, companies can network with potential customers and even close deals on the spot. This is a chance for salespeople to take a break from the cold calling and emails and make a lasting impression in person.

Since trade shows can be costly, it’s important your business has planned well in advance with goal setting, booth design, premarketing, etc. To maximize your ROI, take a look at these last minute checks to ensure a successful show!

1. Charge Everything

Laptops, phones, iPads, tablets, anything that needs to be charged, charge it. The last thing you want is to be showing a demo on your computer and it dies. Or capturing a lead on your iPad and “low battery” pops up and there’s still five hours left in the show. Since 24-hour battery life on most electronics isn’t a thing, it’d be wise to pack extra batteries and power cords as well. And if you’re not located next to an outlet or you’re not sure, bring extension cords.

2. Have A Backup Plan

Having a backup plan for everything that could go wrong will give you peace of mind and will also continue to maximize your ROI at the show. Here are a couple scenarios that can happen to anyone and how to plan ahead:

• The booth was shipped well in advance but with holidays, extreme weather, or just incompetence, there’s no guarantee everything will arrive on time. Pack a company branded tablecloth and marketing materials in your suitcase just in case you arrive at an empty table.
• The marketing team put together an amazing slideshow for a meeting you planned with some prospects but the trade show doesn’t have the proper cords to hook it up. Pack extra cords and also print out copies of the slideshow on some nice paper in case there are tech issues.

Even if you plan for the trade show a year in advance, things happen. So always plan for the worst and just pack extra of everything.

3. Update Your Credit Card App

A lot of trade shows give exhibitors the ability to sell their merchandise to attendees. Whether it’s a B2B or B2C show, make sure you have the software to close the sale on the spot. There are several credit card apps you can download on a phone or tablet but you’ll want to check that it’s up to date. If it’s been a while since you’ve used the app, double-check it’s the most updated version. You don’t want a bunch of frustrated first-time customers who waited in line to buy a thermos, rod, or energy drink because the app needed a new update.

4. Pack Snacks & Water

Rule number 1 in trade show etiquette is to always have someone at the booth. Most companies send at least two representatives to manage the booth but if you’re a small company, your partner planned a lunch meeting, or someone is sick, you might get stuck at the booth by yourself.  Instead of leaving your booth for an hour to grab something to eat, pack some granola bars, a sandwich, or some nuts to munch on. Bring a water bottle as well because networking will leave anyone parched. And lastly, pack mints. No one wants to smell onion breath. No one.

5. Double-Check Your Lead Capture

The cost to convert a lead from a trade show is 38% less than a sales call so it’s vital to have some sort of lead capture. Collecting business cards is always a nice backup plan but fewer people carry them around these days. It also can be tedious manually inputting them into your CRM. Talk with your marketing team in advance about setting up a form on your website people can fill at your booth that automatically puts them in your CRM. Apps like Leadature, is another solution for capturing potential customers at the show. No matter what method you use to capture leads, double-check the day before and on the day of the show. If something goes wrong, see step 2.

6. Email Current Customers

The main goal of a trade show is to get new customers but this is also an opportunity to strengthen current relationships. A few days ahead of the show, email your current customer base and let them know you’ll be at the trade show. Delighting your existing customers with free passes, drink tickets, or some cool marketing swag can help with retention and future sales.

7. Post On Social

Not only do you want current customers to know you’re at a trade show but fans on your social media want to as well. Within your fan base are tons of potential customers who might be attending the same show. Leading up to the event let them know your booth number with a tweet or Facebook post. You can even post your schedule on Facebook and ask fans to message you to set-up more meetings. While at the show, post a Facebook Live video of you giving a demo of a new product.

Trade shows are the perfect opportunity to have face-to-face interactions with future and current customers. It’s important to take full advantage of this opportunity and using these last-minute checks will help you leave a lasting impression. If your trade show is in the Denver area, check out our post on making the most of your trip!

Good luck out there, exhibitors!

In the past, most outdoor wilderness programs focused their marketing efforts on traditional outbound strategies, including trade shows, telemarketing, print ads, and radio or television ads. But with the availability of technology, the focus has quickly shifted to inbound marketing strategies such as blogging, podcasts, webinars, search engine optimization, infographics, YouTube videos, and eBooks. The focus of inbound marketing is being discovered by customers, rather than going out to find them.

Inbound marketing helps draw prospects to your wilderness site, and gradually converting them into customers. Here are a few ways you can use inbound marketing for success.

1. Create Brand Awareness For Your Outdoor Wilderness Program

Outdoor wilderness sites can dramatically improve their brand awareness especially around the different programs you offer. You can tell success stories and highlight unique aspects of your trips that sets you apart from your competition. Potential clients are spending a lot of time researching options and comparing data points. Use videos, social media, and blog posts to start attracting those clients to your website.

Once you turn the money off for a pay per click campaign those leads stop filtering in.

2. Get More Leads With Less Money

Just like outbound marketing methods, inbound marketing requires some upfront investment. However, as your marketing resources grow, leads are pulled to the site over time compounding your growth. Unlike a paid-for-click (PPC) campaign where the leads go away once the money stops flowing, an inbound marketing plan will continue to organically attract users to the site over time.

3. Establish Credibility

Before people sign up to go on one of your trips, they want to be sure they are reserving a spot with a credible outfit. Inbound marketing offers outdoor wilderness programs a great opportunity to establish credibility with their customers.

For instance, if you are booking a month-long trip, you could create a series of blogs or videos that offer an overview of experiences that happen on a typical trip. In the process, you could answer common questions asked by families and prospects in the research phase. The more prospects see you as an authority in your industry, the higher your chance are of obtaining that business.

4. Target Qualified Customers

Inbound marketing is all about pulling in already interested customers. Unlike outbound marketing, you’re not throwing money at advertising that  is marketed to everyone. Instead, you are using specific keywords, blogs, and social media posts to attract the perfect customer. When you create content that your customers are searching for, it makes it easier for them to find you. They’ll sign up for your newsletters since you’ve established yourself as a thought leader. You’ll also save money since these leads are more qualified than leads coming from TV ads or other traditional marketing strategies.

5. Enhance Organic Search

Getting people to your website organically is all about SEO. And how do you increase your SEO? Blogs, keywords, social media, videos. When people are searching for wilderness therapy companies, they might start by Googling, “What is Wilderness Therapy?” “How can Wilderness Therapy Help My Teenager?” When you create blogs addressing these questions, you’re able to get these prospects on your website…organically.

Inbound marketing is a new way to approach prospects. While leaving the comfort of traditional marketing is scary, inbound marketing will help you gain more qualified leads, nurture those leads at the right time, increase brand awareness, and so much more. Are you ready to dip your toes into inbound marketing? Check out our blog on how inbound marketing can help you attract the right clients.

Quit handing out 10 cent trinkets at your trade show booth and start having meaningful conversations with future referrers. And please save your money on purchased email lists and grow your list organically.

These are just a few of the differences between traditional marketing and inbound marketing. Inbound marketing is a proven way to help grow your wilderness therapy business and attract the right clients. By attracting ideal clients through relevant content creation, opening the door for meaningful conversations, converting leads, and leaving a lasting impression on every customer, you can grow your wilderness therapy business.

Let’s take a look at how you can attract the perfect clients for your outdoor therapy business with inbound marketing.

Traditional Marketing vs. Inbound Marketing

Traditional or outbound marketing is the old school way of finding clients. It usually consists of plastering your message on every medium and hoping your customers will find you. Outbound marketing tactics tend to be interruptive to potential clients leaving a bad taste in their mouth.

Today the customer has all the power. They can research you and 50 of your competitors over a cup of coffee.

According to Hubspot, “Inbound marketing is focused on attracting customers through relevant and helpful content….and does not need to fight for potential customers attention” like outbound marketing. Wilderness therapy companies can use inbound marketing to attract qualified prospects with valuable content on blogs and social media.

Inbound Marketing isn’t some sleazy, sales trick where the customer leaves wondering why they even bought your product.  It’s attracting the right customers who are already interested in what you’re selling but might need help understanding your product.

Let’s take a look at the 4 steps to start attracting not only more but the right outdoor therapy clients to your business with inbound marketing…and it all starts with your website.

Attract strangers to your website

Websites are essential for wilderness therapy businesses to have. It is a way for potential customers to contact you with questions, see your services, and learn more about the company. It’s also an opportunity for you to pull in already interested clients to your website. Valuable content creation and a strong social media presence are two ways inbound marketers can attract ideal clients to their websites. Let’s take a look at blogs and social media.

Blogs

While it seems like everyone and their dog has a blog these days, the amount of companies that post blogs regularly and write content that their future customers want to read is quite small. It’s a missed opportunity for several outdoor therapy businesses but a chance for you to take advantage of! In 2013, Hubspot found that 92% of companies who blogged regularly acquired a customer through their blog.

Making blog posts a weekly or monthly habit is important but also making that content interesting to your future customers is the difference in attracting ideal customers. Remember how I said earlier that inbound marketing is attracting people already interested in outdoor therapy? It’s a lot easier converting those website visitors into customers when the content you write are topics they’re already searching for. Blogs shouldn’t be just about self-promotion. Wilderness therapy companies can write posts about:

• Five Mental Health Benefits Of Being Outside
• Four Tips For Dealing With Difficult Teenagers
• How Does Social Media Impact My Teen?

These are just a few things your potential customers might be searching about. By being found in topics your audience cares about you become a trusted source of information and potential customers begin to value your services.

Social Media

Just like a website, social media can positively impact your business if done correctly. And just like blogging, posting valuable content regularly can attract the ideal wilderness therapy clients. The blogs you start creating are perfect to include on your social media calendar. Here are some other ideas to include that will attract people to your social media and get them to your website:

• Put a human face on your brand. Social media is a chance for you to leave the sales pitch at the door and start acting like a real person. Post videos of your staff having fun. Have a Q&A with your CEO or therapists. Share images of the outdoors.

• Connect. Ask open-ended questions and get your audience to engage with you. When they do start interacting with your brand, respond! Don’t leave them hanging. Have a two-way conversation with your fans.

Convert Website Visitors Into Leads

Now that your website activity is going up, it’s time to turn those visitors into leads. To do so, you need to create a method that captures your visitor’s information. Call-to-actions (CTAs) on blog posts and landing pages is a simple way for you to guide visitors on your website. You can encourage them to sign up for your newsletters, download success stories, or sign up for a webinar. Whatever it is, you want to be able to get to know your website visitors so you can start addressing their needs and building trust and credibility.

Closing Time

You’re pumping out content and tracking website visitors….now it’s time to close. This is the hard part and possibly most time-consuming. It can take up to 13 interactions with your lead before he or she pulls the trigger so it’s important to stay hopeful and be patient. Managing those “touches” with your lead through a CRM system can help you stay on top of it. Hubspot found that CRM tools can increase revenue by 41% per salesperson.

Email marketing continues to be the most effective marketing channel to close leads.  In your emails you want your content to be less sales focused and more about solving their needs. Include FAQs and admission steps, as well as why your outdoor therapy company is the best for their needs.

Delight

While “delight” is the last step in the inbound marketing strategy, it really should be included in each step. Making sure that your potential and current clients feel heard and happy throughout the whole experience is what gets you more referrals. Whether it’s responding to a question on Facebook in a timely manner or resolving ax payment issue, it’s important to provide excellent customer service at every turn. Help improve your customer experience with survey and feedback tools. Nobody is perfect so make sure you’re learning your weaknesses and growing.

Are You Sold On Inbound Marketing?

Have you heard the quote, “I’d rather have four quarters than a hundred pennies?” The quote is about friendship but I think it applies to inbound marketing as well. Would you rather have 100 people calling you that don’t fit your ideal customer? Or four people who will truly benefit from wilderness therapy and can refer similar clientele?

Inbound marketing is a shift from traditional marketing but when done correctly, clients will start calling you instead of the other way around.

If you’d like to learn how Sage Lion Media can help you get started with an effective inbound marketing strategy, contact us today.

I started Sage Lion Media because I was passionate about the outdoors and pretty good at design. Having to sell my services was nowhere in the picture. I thought my work and a small link back to my website from the footer of our projects was all I needed to climb the ladder of success. That was enough, for awhile but the business slowly plateaued, I just couldn’t grow without making changes.

Luckily 2017 was a year of changes here at Sage Lion. We stopped being a design agency and transformed into a GROWTH Agency. Our number one mission is to help our clients grow. I owe a huge amount of this transformation to my Hubspot Coaches Katie Carlin and Dan Tyre. I was recently nominated by Katie and chosen to participate in Dan’s Pipeline Generation Bootcamp. Dan is a Director at Hubspot and was charged with helping me learn how to pick up the phone and call prospects. Good luck.

But over the course of eight weeks with 8 other “lions”, individual homework assignments, intense roleplaying, and one on one coaching I slowly came to realize the phone can be a powerful tool for developing leads and mastering the inbound sales process.

Here are my takeaways.

What motivates you?

I can show you the most amazing technique for improving your sales process but if you aren’t motivated to do them, every single day, you’ll quickly find excuses not to do them anymore. I’m too busy, let me just check this one thing, then I’ll call. Being able to re-center yourself around what’s truly motivating you will keep you grinding through the bad days. I’ve got a picture of my motivations pasted right next to my computer. It really helps.

Having a little fun can set you apart from the junk that ends up in your prospect’s inbox.

It’s ok to have fun

This one is pretty easy for me. I’m naturally a likable kind of guy and I enjoy chatting with people most of the time. The problem is your targets don’t want to talk to you. So how do you get around that? Try to have some fun. Send quirky email subjects.

One of my recent favorites to a saltwater guide: I spooked you like a trout angler casting to a permit.

Include .gif’s in your emails.

Subject: Hello from the outside…

Having fun makes you memorable and the best part is they actually work…

You can’t assume every person is going to hang up on you.

Be there to help – seriously

Don’t go into a sales call trying to sell. You’ll probably get slaughtered. I go into every call looking to help my prospects. Before I call I’ve spent around 20 mins looking at their site and trying to find opportunities to make the site work harder. The other side of the coin is the people you are calling may actually need help and they know it. You can’t assume every person is going to hang up on you. Every time I pick up the phone I remember to breathe, I glance at my motivation board and tell myself they need your help.

You need to practice

If you’re like me and you’ve never done sales calls you need to start role-playing. It’s weird at first, but it goes a long way to give you confidence in your own skills. If you have a buddy who is in sales practice with him. He’s probably heard it all. How will you answer questions like:

• How can I help you?
• Why are you calling?
• Who are you?
• We don’t need any.

Try this one the next time an unsuspecting prospect picks up the phone. “Ugh, looks like you weren’t expecting my call.” You have to really sell the ugh, you might even get a few to laugh.

Personalized Efficiency Helps

The Hubspot Sales tools go a long ways in helping you identify and connect with potential customers, quickly and easily. I’ve built out a series of prospecting sequences I send out to all my targets. But you need to take the time to personalize each email to the needs of your prospect. If you don’t, you’re no better than a spammer. Remember you are always helping.

You owe it to your employees

This goes back to my first point finding your motivations. As a small business owner I need to be driving the sales of the company. I’ve made too many excuses in the past which was cheating our team. Knowing that the team is relying on me motivates me to get off my ass and start calling.

What will motivate you?